HARD DRUGS

This study investigates the attitudes of undergraduate students at the University of Benin (UNIBEN) towards media campaigns against hard drug use. Despite ongoing efforts by the government and NGOs to spread anti-drug messages through television, radio, and social media, drug misuse remains common among students. The research is grounded in the Theory of Planned Behaviour and the Elaboration Likelihood Model, which help explain how attitudes and behavioral intentions are formed through media influence. A descriptive survey design was adopted, and data were collected from 400 undergraduate respondents across UNIBEN’s Ugbowo and Ekehuan campuses using structured questionnaires. Results showed that while students are generally aware of anti-drug media campaigns, many do not find them persuasive or relatable. Factors such as peer influence, media trust, and personal experiences played a major role in shaping student reactions. The findings revealed that students were more influenced by campaigns featuring real-life stories, relatable role models, or culturally relevant messages. However, emotional reactions ranged from motivation to indifference, depending on the campaign’s content and medium. The study recommends that future campaigns should be studentfocused, engaging, and reflective of real campus life to increase effectiveness.